Brand to Sell: Find Your Passion, Build Your Brand, Grow Your Business
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Vince discusses his proprietary Brand to Sell branding and marketing system
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Brand to Sell: Find Your Passion, Build Your Brand, Grow Your Business
- 1. Find Your Passion. Build Your Brand. Grow Your Business. Vince Ferraro VincentFerraro.com 11/18/2014 Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 2. A Quote Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 3. Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 4. What is Branding? • “A brand is essentially a container for a customer’s complete experience with the product or company.” Sergio Zyman, Author of The End of Advertising As We Know It • “A brand is a reason to choose.” Cheryl Burgess – Blue Focus Marketing • “A brand is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor.” Phillip Kotler – Author of Marketing Management Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 5. What Can Be Branded? Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 6. Typical Elements of Successful Brands Brands typically comprise various elements: • Name: the word or words used to identify a company, product, service, or concept • Logo: the visual trademark that identifies a brand • Tagline or catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels • Graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand • Shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands • Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink. • Sounds: a unique tune or set of notes can denote a brand. NBC's chimes provide a famous example. • Brand Identity: The elements of a brand that often contributes to latent appeal – personality, values, vision, etc. Harley-Davidson’s renegade/outlaw identity or Mercedes-Benz’s exlusiveness • Scents: the rose-jasmine-musk scent of Chanel No. 5 is trademarked • Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken • Movements: Lamborghini has trademarked the upward motion of its car doors • Customer-relationship management: How customers are treated and handled at all touch points. Norsdtrom’s return policies or Zappos’ customer service Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 7. Finding Our Passion and Sweet Spot A Market-Based Approach What People Want Most What You Do Best What Your Competitors Struggle At Niche Definition Niche Sizing Niche Expression Niche Monetization
- 8. Once You Find The Niche… It’s All About Positioning With Power! Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 9. You.com Ecosystem YourName.com YourBusiness.com Business LinkedIn Free Content Facebook Twitter YouTube Blog Referral Mktg. Inbound Leads Visual Identity PR & Media Promotions Copyright 2013-2014 Vince Ferraro and Brand to Sell™ Your Brand – Your Business
- 10. Copyright 2013-2014 Vince Ferraro and Brand to Sell™ Tactically Inward Strategically Inward Tactically Outward Strategically Outward What is Your Brand Orientation? Tactical Action Strategic Action OutwardFocusInwardFocus
- 11. How Does Brand Building Help? Build Something Uniquely Sustainable To: • Grow a Company and its Products • Change a Career • Find/Get A New Job • Run for Office • Create a New Business • Grow Your Existing Business • Build a Lifestyle Build An Differentiated Asset That Is Sustainable Over Time! Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 12. The Pain: I Want To Help People Run Downhill! Wind at Your Back!(c) Vince Ferraro
- 13. The S.T.A.R.™ Metaphor • Music, Sports, Public Figure, and Celebrity Star Branding: Superstar attributes, attractive, get noticed, recognized, create positive image in eyes of customers, have raving fans, publicity, visible, trend setting, principle performer, visionary, trustworthiness, likeability, great at their craft (expertise), identification/similarities • Celestial Star: A fixed luminous point in the night sky that is a large, remote incandescent body (seen from a distance), mass, bright/brilliance, gives warmth, provides energy (energetic), large, will not burn out, will be around for a long time, predictable (rises/sets every day), gravity (attraction), sustains us (can't live without it). My Mission: I want to help everyone have their own STAR! To think out of the box and build engaging, loyal fans, and customers. Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 14. Brand to Sell™ – My SuperS.T.A.R.™ Branding System PHASE 1: “Seeking and Discovering Who You Are” PHASE 2: “Total Definition of Your Brand System” PHASE 4: “Reputation and Brand Management of Your SuperS.T.A.R.™ Brand” PHASE 3: “Awareness – Building and Marketing Your SuperS.T.A.R.™ Brand” SuperS.T.A.R.™ Branding System Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 15. Definition of Your Brand – In 12 Steps Copyright 2013-2014 Vince Ferraro and Brand to Sell™ Step 1: Defining Your Brand Vision, Mission, and BHAG Step 2: What Are You Branding? Step 3: Brand Values – What Do You Stand For? Step 4: SuperS.T.A.R.™ Brand Clarity Assessment and Self-Audit Step 5: Building a Powerful And Seductive USP, Value Proposition, and Positioning Statement Step 6: Identifying Your Brand Archetype and Personality Step 7: Communicating With The Power of Stories Step 8: Creating Your Brand's Unique Story Step 9: Developing a Powerful Brand Name Step 10: Creating An Awesome Tag Line Step 11: Bringing It All Together - Your Overall Brand Strategy and Promise Step 12: Creating a SuperS.T.A.R.™ Visual Identity for your Brand
- 16. Brand it Also About Personality Copyright 2013-2014 Vince Ferraro and Brand to Sell™ What is Your Brand Mix Going to Be?
- 17. Where Are You On This Continuum?” Copyright 2013-2014 Vince Ferraro and Brand to Sell™ Personality Content
- 18. Thoughts About Branding • Getting a visual identity for your brand is not difficult. It should be the last thing you do. • Having a well defined brand with a well thought out strategy, platform, value proposition is the challenge and goal. • Branding and marketing are different but branding always leads marketing. • You have a brand today. You might not be managing it, but you have a brand. • A great brand is always a differentiated brand. • Consistent branding in a consistent way is paramount Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 19. TWO EXERCISES TO DISCOVER YOUR BRAND Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 20. What is Your Brand Archetype? Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 21. What Is Your USP? Copyright 2013-2014 Vince Ferraro and Brand to Sell™ “I am unique because of ___________ (my buyer/audience).” “I am unique because of ___________ (what I sell).” “I am unique because of ___________ (my special angle or perspective).” “I am unique because of ___________ (what I don't do).” “I am unique because of ___________ (my time promise).” “I am unique because of ___________ (my guarantee).” Now combine all 6 of these (or as many as possible) together to create your USP. Try to keep it between 20 – 30 words total (so be precise and simple). If nothing else, make sure at LEAST one strong powerful benefit is included (the one your customers find most important and that sets you apart from all others in your industry). HINT: If you're still stuck, here are a few more questions that can help lead you in the right direction: • Why should they buy from me over anyone else? What can I give them that they can't get anywhere else, and it's something they really truly want and need? • What is the most urgent problem or pain my ideal customer is facing? How does my brand or offer solve this problem in a unique or novel way? • What's missing in my niche? What are my competitors not doing, offering or targeting? • How do my customers benefit from my brand/product/service? Do my competitors offer these same benefits as well? • What do I have that no one else has? • What do I do that no one else can do better? • What do my customers want, need and desire more than anything else (in relation to my offer)?
- 22. Clusters of Work – Beyond The Brand • A, I, E Building • Tribe Creation • Traffic/Leads/Funnel • Communication • Brand Platform • Content Marketing • Multicasting • Products/Services Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 23. Some Favorite Resources • BrandYourself.com • Canva.com • HARO – Help A Reporter Out • Mention.net (Google Alerts on Steroids) • Swayy.co, Feedly, Disqus – content aggregation • Podcasting (Sticher & iTunes) • LinkedIn Groups • Whatwpthemeisthat.com Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 24. Copyright 2013-2014 Vince Ferraro and Brand to Sell™
- 25. THANK YOU! VincentFerraro.com vince@vincentferraro.com @vincelferraro Copyright 2013-2014 Vince Ferraro and Brand to Sell™